Value co-creation has emerged as an important competitive strategy leading to value innovation. In tourist destinations co-creation results from the participation of multiple actors synchronously and contextually in value realization. Yet value co-creation remains highly theoretical and lacks empirical operationalization, especially in destination contexts. Are tourism destinations able and sufficiently mobilized to exploit the potential offered by co-creation theory? This paper operationalizes two fundamental dimensions of the value co-creation process, collaboration and learning, by developing and testing a measurement scale to evaluate the perceived impact of these dimensions on the market performance of actors at a tourist destination. Contributions to the literature on value co-creation and learning as well as managerial implications are discussed and suggestions for further research are made.

Collaboration and Learning Processes in Value Co-Creation: A Destination Perspective / Melis, Giuseppe; Mccabe, Scott; Atzeni, Marcello; DEL CHIAPPA, Giacomo. - In: JOURNAL OF TRAVEL RESEARCH. - ISSN 1552-6763. - (2022), p. 004728752110703. [10.1177/00472875211070349]

Collaboration and Learning Processes in Value Co-Creation: A Destination Perspective

ATZENI Marcello;Del Chiappa Giacomo
2022

Abstract

Value co-creation has emerged as an important competitive strategy leading to value innovation. In tourist destinations co-creation results from the participation of multiple actors synchronously and contextually in value realization. Yet value co-creation remains highly theoretical and lacks empirical operationalization, especially in destination contexts. Are tourism destinations able and sufficiently mobilized to exploit the potential offered by co-creation theory? This paper operationalizes two fundamental dimensions of the value co-creation process, collaboration and learning, by developing and testing a measurement scale to evaluate the perceived impact of these dimensions on the market performance of actors at a tourist destination. Contributions to the literature on value co-creation and learning as well as managerial implications are discussed and suggestions for further research are made.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11388/255840
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